Retail sales continue to be a challenge for most: 42% report that it is ‘somewhat challenging’ to get staff to sell and another 23% say it is ‘difficult’. “Retail is a critical component of your spa’s brand and financial success – it can account for 20% or more of your profits,” commented Julie Pankey, Managing Partner of JMPankey Partners. Making retail magic happen is a team effort. Pankey suggests offering products that not only the team loves but clients do too. Provide continuous sales training, offer incentives to motivate the team, and a dynamic marketing and merchandising program.

Need to improve your marketing efforts? Developing a well thought out marketing plan that coincides with your business goals is essential. Pankey suggests designing a program that combines in-store events and promotions, online marketing, social media, advertising and PR. Also remember that word of mouth is one of the strongest forms of marketing, so a high level of customer service is critical. “The results of the Spa Insight Survey also indicate that spa owners and managers are focused on meeting budget goals as well as Increasing marketing and promotions,” concluded Pankey.

JMPankey Partners specialize in spa operations consulting, social media, website design, marketing and brand development. Founder Julie Pankey, known as the 7-Figure Spa Consultant, is a results-oriented spa industry expert and visionary. Julie has contributed to the success of such companies as Four Seasons Hotels and Resorts, Spa at Norwich Inn, Marriott, Cliff House Resort and Spa, Catania Hospitality, Pacifica Hotels, Fluhme Beauty, Christopher Drummond Beauty and OSEA Malibu.